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How do I advertise my business on Google?

By: Ed Fox



We would like to start advertising our company on Google and would like to know what the best way is to do so in terms of price and what steps to take.

Answer: There are two basic approaches to advertising on Google – Google advertising programs and general search engine optimization tools. AdWords and AdSense may be the two more common advertising programs, but you can review all of Google’s business advertising programs on the following website:
AdWords: Google’s text-based system for advertising on its site and its partner sites is called AdWords. The service allows you to create your own ads, choose keywords to help match your ads to your audience, and control the cost of your advertising—you pay only when people click on your ad (a cost per click plan). Anyone wishing to promote a product on Google can enroll in this program.

We also recommend that you access all of the resources available on Google regarding their AdWord program. There are numerous books and videos on Google AdWord strategies available in bookstores and online. You can locate the Google AdWord and other keyword information and tools at websites like the following:

AdSense: You can review information on AdSense through the following websites:

Search engine optimization: Higher search engine rankings take time to develop and there is no technique, short of paying for a higher search listing, that will produce quick results. Google, Bing, and other search engines have varying selection criteria and will give higher listings to companies that advertise on their sites. But every business has to assess its target audience and how much of its marketing budget will be spent on website marketing versus print, on-site signage, Yellow Pages, and other types of marketing.

Keywords, viral marketing, and other inexpensive tools can be used to drive website traffic. The best website marketing tools vary by website based on their purpose (e-commerce, business information, networking, blog, etc), target audience, geographic trade area, and other factors. You can review example industry discussions on marketing tools at websites like the following:

Search Engine Optimization, keywords, banner ads, social networking websites, and blogs are the most common internet marketing tools and methods of driving more traffic to websites. However, the type of website marketing that will be most effective for your business will require analysis and experimentation. In order to determine the most cost effective strategy, reach out to a defined target audience and geographic sales trade area who are interested in your particular products or services.

Website marketing has gotten much more complex as the Internet has matured. Search engines now look for the quality of your content, how closely it pertains to keywords, how long the site has been around, and other factors. In addition, there are Yellow Pages and other online phone directories just like printed directories. The following are search engine optimization (SEO) information and other website marketing suggestions to consider, including geographic and niche market SEO tools:

1. Search engine optimization is the process of achieving top rankings on a search engine site for relevant search terms. The most relevant search terms, which are those that you want to rank highly for, are the phrases that potential customers are most likely to type into a search engine to determine a website’s product or service offerings. Search engine optimization targets these search terms.

There are no secrets to search engine optimization, just ranking and promotion methodologies to follow in order to beat your competitors in obtaining a higher ranking for certain search terms. To develop an understanding of search engine optimization techniques, you can review considerable SEO information, tips and suggestions with an Internet search. The following are example websites:

SEO information and resources:

You can locate discussions on how to make the first page of search engine results at industry websites like the following:

2. Keywords/AdWords and similar methods require trial and testing, but here is some industry information and suggestions for these tools:

Place meta tags:

3. Increase traffic by using various services such as:

4. There are numerous popular search engines and directories on the Internet. Below you will find a list of links to several popular search engines and links to information and forms on their sites to assist you in submitting your website address (URL).

Search engine registration is often free, but you can review an example list of fees at the following website:

Published: September 25, 2013

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Ed Fox

Ed Fox is the Director of Technology for Tarkenton. To assure users of a rich online experience (whether they are customers, employees, partners, or suppliers for a business), Ed combines knowledge of coding language, development and design, content management, and other critical tools. He also focuses on creating an effective website through search engine optimization and a deep and thorough understanding of web analytics. Connect with him on .

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